The bank that speaks your language

“Bankamız” translates to “our bank” or “the bank for us” in Turkish. This addition to the name already signifies cultural specificity and belonging at first touch. In order to draw the German-Turkish target audience’s attention to the bank’s bilingual offering, Cumin initiated a campaign with a high-quality image spot. The greatest challenge was creating an emotional bond between a bank that bears ‘German’ in its name and a German-Turkish target audience.

Moreover, in 2008, Deutsche Bank had a reputation for severely neglecting retail banking. Against this backdrop, we decided to relate the bank’s values and services directly to the German-Turkish migration story. Turkish migrants came to Germany for a better life and to offer their children a brighter future, they couldn’t have provided in their homeland.

The spot tells the story of a young woman whose parents immigrated to Germany as labor migrants. By utilizing culturally specific visuals and narratives, Deutsche Bank signaled its participation in the most emotional moments of its existing and potential German-Turkish customers. A process that required a delicate touch and multicultural expertise. We knew that the more authentically this story was told, the stronger the emotional connection to the new customer would ultimately be.

The film was shot in Istanbul over three days. A branch from the ’70s, a migrant’s apartment from the same era, and street scenes were recreated specifically for this purpose. This spot is our timeless masterpiece.